ingredients for global competitiveness2).pdf · hermawan kartajaya asia’s leading marketing...
TRANSCRIPT
By:Hermawan Kartajaya
Asia’s Leading Marketing Strategist (CIM-United Kingdom)President of World Marketing AssociationFounder and President of MarkPlus, Inc
Tri-founder of Philip Kotler Center for ASEAN MarketingCouncil of Advisors of the ASEAN Foundation
Ingredients forGLOBAL
COMPETITIVENESSKUALA LUMPUR
14th July 2009
NEW
DIGITALIZATION
GLOBALIZATION
FUTURIZATION
FromG-7To
G-20
TECHNOLOGY
ECONOMY
MARKET
SO
CIA
L /
CU
LT
UR
EPO
LIT
IC/ L
EG
AL
FromIDEOLOGY
To PERSONA
FromBELIEVES
ToHUMANITY
From CLOSEDTo OPEN
22 33
11
44
55
From BROADCASTINGTo NETWORKING
CHANGES IN BUSINESS LANDSCAPE
1 : MANY 1 : 1 MANY : MANY
From
BOXINGto
AMERICAN WRESTLING
COMPETITIVE SETTING
From
LOYALISTTo
REBEL
CUSTOMER TREND
From
LEGACYTo
NEW WAVE
COMPANY
CHANGE
HORIZONTALIZATION!
4C LANDSCAPE 5C GLOBOSPHERE
FROM 4C TO 5C
CONNECTED CATALYZEDCIVILIZED
CLARIFICATIONOF
PERSONA
CODIFICATIONOF
DNA
CHARACTERWITH CHARISMA
W H AT IS YO U R
CO LO R?W H AT IS YO U R AU TH EN TICITY?
W H AT IS YO U R AU RA?
DIFFEREN TIATIO N
brand integrity
brand identitybr
and im
age
PO SITIO N IN G
BRAN D
FROM PDB TO TRIPLE C
Character vs Brand
CharacterCharacter
Targeting the Customer
Communitizingthe Crowd
1
Selling the Marketing Mix
Commercializing the Crowd Combo
2
Processing theService
Caring for Collaboration
3
FROM 9 Elements TO 12 Cs
LEGACY MARKETING
Segmentation
Targeting
Positioning
Differentiation
MARKETING MIX
Product
Price
Place
Promotion
Selling
Brand
Service
Process
NEW WAVE MARKETING
Communitization
Confirmation
Clarification
Codification
CROWD-COMBO
Co-creation
Currency
Communal Activation
Conversation
Commercialization
Character
Caring
Collaboration
9 Elem ents (Legacy) 12-Cs (N ew W ave)
BUDGET (INVESTMENT)
IMP
AC
T (
RE
TU
RN
)
NEW WAVE
SNOW WHITE
DOING SOMETHING (AND EFFECTIVE)
DOING EVERYTHING (..AND FAIL) E
FF
EC
ITIV
EN
ES
S A
XIS
EFFICIENCY AXIS
H
L
HL
LEGACY
SEVEN DWARFS
DOING ANYTHING(BUT EXPENSIVE)
DOING NOTHING (BUT SALE!)
Source: New Wave Marketing – Kartajaya
FROM LEGACY TO NEW WAVE
